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The mechanics of a modern loyalty program consist of so much more than cross-selling and up-selling. We’re excited to have professor Peter Fader from Wharton, The University of Pennsylvania, back at Columbia Road to share his thinking on loyalty and customer lifetime value. In addition to his research, we zoom in on a practical level: what do the practitioners think?
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In this report, we look at the key trends shaping digital consumer sales across the five customer journey stages (awareness, consideration, decision, delivery & use, and loyalty & advocacy). Not only do we introduce relevant and exciting trends, but also examples of companies such as Adidas, Walgreens, and Deutsche Bahn who have found success with these new approaches in recent years.
